“It's common knowledge in the industry that people often lie, or minimize things, when they participate in surveys, No one wants to tell a stranger they drink four cocktails a night, or eat junk food for every meal. It's the same with their views on candidates and political issues. Most people won't tell you they don't like someone when they have to look you in the eye. None of that would matter for me, though, because I would know their true emotions whether they shared them or not.”